Development Of Internet Marketing Research Articles

ENTERPRISE INTERNET MARKETING: METHODS, TOOLS, DEVELOPMENT TASKS

The impact of globalization processes on the competitive business environment requires a modern understanding and the use of new approaches to meet the needs of the modern consumer. For a long period of time, all business entities, in particular the agricultural sector, have taken various measures to promote their products and services. Effective promotion of the products of the agrarian sector enterprise is able to ensure their stable position on the market, financial stability and competitiveness in the modern business environment. However, today's realities have changed the form of promotion of goods and services, which was generally accepted, does not sufficiently reproduce the facts of increasing the efficiency of management and economic growth of business entities, but, on the contrary, testify to the need to change the paradigm of modern means of promoting goods and services on the market. Effective management of agrarian business in the conditions of informatization of the economy requires the use of innovative technologies and methods of promoting the product (raw material) and/or brand to the market. Internet marketing can be considered a necessary combination of innovative technologies and methods in marketing in modern economic conditions. It will contribute to the emergence of new innovative tools and methods for marketing activities, which help to more fully identify and satisfy the needs of consumers and, as a result, maximize the company's profits The article discusses methods and tools of Internet marketing. The types of tools, components of traditional and non-traditional methods of Internet marketing are systematized. The reasons for the slow development of Internet marketing of enterprises in the agrarian sector have been studied. The main tasks of Internet marketing in the further activities of enterprises of the agrarian sector are determined according to the constituent elements proposed in this work.

Marketing i savremeni uslovi poslovanja

With the development of technology, the Internet and e-commerce have taken an important place in the functioning of modern society. E-marketing has become a leading technology without which many elements of e-commerce could not reach the current level of popularization. The growth and development of social networks has stimulated a large number of researches in the field of internet marketing. In this way, through social networks and the Internet, it is possible to market products and/or significantly faster and more favorably. The availability of the Internet has additionally contributed to the development of Internet marketing. Although Internet marketing is often considered only the online promotion of products and services, this way of marketing products and services is additionally supported by email marketing and wireless media. The rapid and unhindered development of marketing in e-commerce has also brought many difficulties in the application of various applications for the marketing of products and services. Researching the tools that are applied in the marketing mix represent a special challenge for researchers. In this paper, the elements of the marketing mix are analyzed with special reference to the trend of growth and development of technology in e-commerce. The main approach in the study is the 7P marketing model, which contributes to the necessary adaptation of marketed services. Bearing in mind that Internet marketing is widely spread and used in e-commerce today, with special preferences for the growth standard of its popularization to continue, the aim of this paper is to analyze the importance and effect of the marketing mix in e-commerce. The analysis of papers on this topic would provide a good theoretical basis for researchers, and a good theoretical basis contributes to better development of practice for business development of entrepreneurs on the one hand and simple and fast shopping for customers on the other hand.

ВЛИЯНИЕ СОЦИАЛЬНО-ЭКОНОМИЧЕСКИХ ФАКТОРОВ НА ПРОНИКНОВЕНИЕ ИНТЕРНЕТ-МАРКЕТИНГА В РАЗЛИЧНЫХ СТРАНАХ

The study is aimed at identifying socioeconomic factors affecting the spread of Internet marketing and studying its role as a scientific component. Regression analysis is used to identify relationships between variables and provide recommendations for the development of Internet marketing. The results are important for businesses developing effective promotion strategies and serve as a basis for further research.

Features of internet marketing activities of companies of the agricultural sector

In this article, we have explored essential aspects of Internet marketing activities for enterprises in the agrarian sector. The implementation and development of Internet marketing in agrarian enterprises are among today's most relevant and crucial issues. Regardless of the field of activity, competitive position, and size, agricultural enterprises gain opportunities for accessing the global market, utilizing new tools and mean for promoting products and services in various markets and finding diverse ways to interact with the target audience, better satisfying its needs. Regarding Internet marketing utilization, the domestic agricultural sector must catch up to the American, Canadian, and European markets. Today, agricultural enterprises can be divided into two groups: (1) companies that have already begun to change under the influence of Internet technologies, using specific Internet marketing tools and technologies; (2) enterprises that need to start changing. The widespread penetration of the Internet into all aspects of life has changed the rules of human life and business conduct, including agriculture. Internet marketing in the agrarian sector is a source of profitability, a tool for promoting agricultural products and services in markets, and a technology for conducting agribusiness. We analyzed the Internet marketing activities of leading agro-holdings in the domestic market, namely Mironivsky Hliboproduct, Kernel, Nibulon, Agroprosperis, and Astarta Holding. We identified effective channels for attracting clients to websites and Internet technologies used by companies for functioning in the online environment. These channels and tools include Direct Referral, search engine optimization (SEO), and social media marketing (SMM). We established that company websites should be mobile-friendly since 19-70% of consumers browse websites from smartphones. In the article, we revealed important features of Internet marketing activities that agricultural enterprises need to consider to develop and successfully use its tools and technologies. We also identified the advantages and opportunities that agricultural enterprises gain from implementing Internet marketing. Critical advantages of Internet marketing for agricultural sector enterprises include precise targeting, analysis of activity results, personalized communication, and many others. Keywords: Internet marketing, Internet marketing activity, enterprise, agricultural holdings, agricultural sector, Internet technologies, features of Internet marketing.

Features of implementation of internet marketing in the activities of agricultural enterprises

In the conditions of the digital economy, mass consumption and satisfaction of basic needs, rapid technological changes, rapid development of global markets, fundamental changes in consumer behavior patterns, and oversaturation of the market with differentiated product offers have caused a decrease in the effectiveness of traditional marketing tools. Informatization, globalization, and the emergence of new technological systems have created new opportunities for the development of enterprises. The work analyzes the essence and content of Internet marketing, which provides for the possibility of interactive communications with consumers using electronic channels, such as e-mail, the Internet, smartphones and tablets, and mobile applications. Its main differences from traditional marketing are considered. Digital marketing is a more controlled and accountable phenomenon than traditional marketing. It is focused on achieving results, while traditional marketing is focused on initiating interaction with consumers. Countries. It is emphasized that the most essential prerequisite for developing Internet marketing is the fact that it has a very high return on investment. The concept of "Marketing 4.0" is considered, which is based on an approach that most effectively combines the synergy of the traditional and digital worlds of companies and customers. The key factors that contributed to the formation and development of Internet marketing were analyzed. It is noted that companies in the agrarian sector of the economy should apply a full range of marketing measures in order to direct Internet traffic using social networks to their website. Critical statistical data on the development of social networks are analyzed. It is indicated that the most critical types of Internet marketing are electronic marketing (e-mail marketing), search engine optimization (SEO), influencer marketing, content marketing, and marketing in social networks (SMM marketing). Internet marketing has evolved from measuring the results of the consumer's response to involving him in marketing activities. Keywords: Internet marketing, digitalization of the economy, information technologies, brand, digital marketing, traditional marketing, marketing information.

Development of internet marketing in industry 4.0

The aim of the article. The purpose of the article is the development of theoretical and methodological principles regarding the influence of the fourth industrial revolution on Internet marketing. Analyses results. The article is devoted to the study of the impact of the fourth industrial revolution on Internet marketing as an adaptive marketing activity in the New Normality. The components of Internet marketing of communication nature are presented: media advertising, contextual advertising, search marketing, and SEO, promotion on social networks; internet branding, content marketing, direct marketing, etc. Possibilities of using the Internet in marketing are presented and developed. Uspensky in the areas of marketing research and marketing communications (commodity, pricing, exchange, and distribution policy). The Industry 4.0 study was conducted and described the main expected changes in the four most important technological advances - the Internet of Things, digital ecosystems, Data-Driven Decision, and artificial intelligence. The Internet is penetrating more and more into everyday life and, in combination with new technologies in Industry 4.0, is being modified to maximize the "optimization" of life and consumption. The influence of the technologies of the fourth industrial revolution on Internet marketing is considered and the theoretical modeling of the influence of innovative technologies on the communication component of Internet marketing in the context of the presented structure is carried out. It was determined that the fourth industrial revolution requires maximum personalization of content, changes in Internet communication channels, giving meaning to the concept of "social capital", which has influencers, thought leaders, and so on. At the same time, the transition from the era of goods to the era of technology defines competitiveness as the ability to become part of the technological chain and development in conditions of economic singularity. It is crucial to identify the components of marketing activities that need research and modification to enter the new market of Industry 4.0. Conclusions and directions for further research. Based on the research conducted, this article stated the impact of Industry 4.0 on Internet marketing and presented some changes that can change the impact of innovative technologies on the main structural elements of Internet marketing and use its results in the consumer and industrial market when developing a marketing strategy. The obtained results allow formulation and develop the principles of marketing activities on the Internet, considering changes in industrialization 4.0.

Priorities for the development of hospitality industry in Ukraine: case of hotel and restaurant business

The purpose of the article is to carry out the analysis of the main statistical characteristics of the functioning and development of temporary accommodation and catering in Ukraine, to generalize problematic aspects, as well as to substantiate the priority directions and tools for the development of this type of economic activity. During the study, the methods of quantitative and qualitative comparison, statistical analysis, and system-structural analysis were used. The results of the analysis of statistical data regarding the functioning and development of the subjects of the hotel and restaurant business in Ukraine, namely, the main indicators of the activity of the subjects in this sector of Ukraine’s economy in 2016-2021, partial indicators of the development of the hotel and restaurant business in Ukraine in 2016-2021, capital investments, financial results, and profitability of enterprises in this industry in Ukraine in 2016-2021 were represented. On this basis, the positive and negative characteristics of the trends in the functioning and development of the hotel and restaurant business in Ukraine are summarized. The priority vectors, directions, and tools for ensuring the development and efficiency of the activities of the subjects in the hospitality industry are justified considering the enterprises of the hotel and restaurant business in Ukraine. The scientific novelty of the obtained results lies in the further development of the scientific toolkit for identifying priorities and means of state policy of industry development. The practical significance of the obtained results is the formation of proposals for authorities to stimulate the development of the hospitality industry in Ukraine. In particular, the following should be the strategic priorities (directions of growth) of state policy in this area: (1) realization of the innovative potential of hospitality industry entities; (2) implementation of marketing innovations, development of Internet marketing and digital communications; (3) innovative technological modernization, implementation of smart technologies; (4) activation of cooperation and business integration processes; (5) implementation of spatial and network development strategies and programs. Keywords: hospitality industry, hotel and restaurant business, accommodation and catering services, tourism, development priorities and means, systemic development

MANAGEMENT OF BEHAVIOR OF ENTERPRISES IN CONDITIONS OF SOCIO-PSYCHOLOGICAL STRESS

Abstract. The aim of the article is to analyze approaches to managing the behavior of enterprises in conditions of socio-psychological stress. The study used methods of induction, deduction, analysis, synthesis, comparison, inference, generalization, abstraction. The results of the study showed that it is necessary to study the behavior of enterprises by stages of emotional response and key success factors. Moreover, reactive, active, responsive and highly effi cient types of enterprises are distinguished. It is noted that not all companies reach the stage of acceptance and humility, because it is here that the company makes informed and highly eff ective decisions that contribute to the development and achievement of strategic goals. Elements that determine the success of enterprises in the market and aff ect irrational behavior in the stages of emotional response denial, anger, bargaining, despair (depression), acceptance (humility) are highlighted. They show the types of behavior on the key factors of enterprise success: image, brand commitment, location, staff qualifi cations, innovation potential, level of general management, fl exibility of production, breadth of range, the development of Internet marketing. The mechanism of adaptation of behavior of the enterprises which contains the purposes, principles, methods, levers, stages of reaction and monitoring of changes is off ered. Keywords: behavioral economics, irrational decisions, COVID-19, management, uncertainty, sociopsychological stress, mechanism of adaptation, stages of emotional response.

ПРОБЛЕМНІ АСПЕКТИ ТА ПЕРСПЕКТИВНІ НАПРЯМИ ВДОСКОНАЛЕННЯ СИСТЕМИ ІНТЕРНЕТ-МАРКЕТИНГУ СУБ’ЄКТІВ СФЕРИ СПОЖИВЧИХ ПОСЛУГ

The study considers the relevance of the formation and implementation of policies for the development of Internet marketing of the enterprise, in particular entities specializing in the provision of consumer services. The purpose of the study is to identify problematic aspects and substantiate promising areas for improving the system of Internet marketing of consumer services. The results of sociological research among service consumers on the quantity and quality of digital communication channels, including those used by service consumers, their satisfaction with the level and quality of digital marketing communications, promising digital marketing communications, the benefits of Internet marketing tools are presented. The results of an expert survey of managers and specialists of business entities that provide consumer services in order to identify the direct tools of Internet marketing that they use, are given. The specifics of Internet marketing tools used by enterprises are determined. The factor analysis of the importance of using the tools of Internet marketing at enterprises and its results are given. The methodological and applied model of product formation for Internet marketing at the enterprise has been developed. The system elements the of Internet marketing of consumer services enterprises are identified, namely, subjects and objects of digitalization, mechanisms for digital transformation of Internet marketing relations, ways of providing and factors that determine the nature and structure of digital Internet marketing. The applied significance of the research results is that the prospects of using various Internet marketing tools for enterprises that provide consumer services, depending on the strategy of their further development, namely, focus on competitiveness, increase activity, increase business profitability, improve rating positions of the brand. The scientific novelty of the research results is the further development of tools for managing Internet marketing of enterprises in the service sector, namely the development of methodological and applied model of product formation for Internet marketing of the enterprise. Keywords: marketing policy, Internet marketing, digital communications, marketing mix, services.

Freelance Market Development Factors

The rapid development of Internet marketing has led to the fact that the active population has become independent of a permanent place of work. Flexible forms of employment have become more popular now, as they allowed the employees to work efficiently, realize their labor potential. The current constraints associated with the pandemic have further increased the relevance of telecommuting. The purpose of the article is to identify and classify the main factors contributing to the growth of the freelance market. To achieve the goal, the methods of analysis and synthesis were used in the framework of the structural-functional approach. The paper reflects the prerequisites and reasons for the emergence of freelancing, and outlines the socio-economic role of freelancing in solving modern problems of employment. The conditions favorable for the active development of the freelance services market are considered, which were classified into price and non-price conditions. Particular attention is paid to the impact of the Internet on the development of freelance services. The authors proposed factors in the freelance market, represented by primary factors, demand factors, supply factors and factors of an individual nature. Within each group they are investigated and substantiated. These factors allowed the authors to form and identify measures aimed at stimulating the development of the freelance market in Kazakhstan. They also proposed to create a multifunctional Internet exchange and gave recommendations to determine its functionality and main characteristics. The implementation of them will provide the freelance market with the necessary digital platform.

Internet Marketing and Structural Changes e-Commerce in Ukraine

Abstract. The article reveals the essence of Internet marketing as a universal scientific and methodological tool and a complex system of information technologies, which are extremely necessary for the functioning of modern business entities in markets with different structures and dynamics of development. The structure of Ukraine's economy is under the influence of complex global economic relations, and there is an acute problem of applying universal information technologies to determine the direction of the country's development, its inclusion in a complex system of trade relations on world markets, and to withstand competition with global trading companies. Under such difficult conditions, both internal and external, the role of Internet marketing in strengthening, first of all, trade interaction between the regions of the country for the further exit of domestic product manufacturers to world markets is growing sharply. Purpose and tasks. The purpose of the article is to determine the main components of the influence of Internet marketing on modern commercial processes in the national economy and to establish structural changes in the field of trade in various goods on the national market of Ukraine. Electronic commerce is gaining widespread use in the world and is becoming a cornerstone in the formation of global economic ties between the countries of the world, to which Ukraine is also advancing. However, a number of difficulties on this path become an obstacle to the commercialization of economic relations between domestic enterprises and advanced countries of the world. Materials and methods. All theoretical conclusions and results of the article are based on the scientific methods of researching the processes of digitalization of economic opportunities, which were based on the provisions of classical economic theory, modern theories of the development of scientific and technological progress. The research methodology is based on the principles of a systematic approach to the analysis of the essence of Internet marketing and the process of restructuring trade relations using the Internet, analysis of the role and place of electronic commercial activity in modern national economic systems, which are transformative and structurally deformed systems based on Internet technologies. In the course of the study, logical, empirical methods of learning the mechanisms and forms of e-commerce management were used, as well as methods of comparative, factorial, situational, economic and statistical analysis, forecasting of the restructuring process, grapho-analytical and algorithmic methods of displaying the obtained research results, software methods and modern information and computer technologies. Priorities in the use of this or that method were determined by the tasks and the purpose of scientific research. The results. The conducted research reflected the complexity and difficulty of the processes of spreading digital technologies in the economic environment of Ukrainian enterprises. Digitization as a technology characteristic of modern high-tech enterprises affects all spheres of their activity, especially the sphere of commercialization of the results of enterprise activity. The implementation of the product produced and offered for use covers a large number of Ukrainian enterprises and they need the development of Internet marketing, which gives significant advantages to enterprises in the markets. Such advantages include the processes of creating permanent groups of consumers, forming focus groups of consumers, reducing the costs of promoting goods to consumers, using advertising as a tool for forming needs and providing many other advantages, which are indicated in the article. An important result of the conducted research was the analysis of the state and directions of Internet marketing development in the modern Ukrainian economy. The article indicates the main directions of the formation of electronic commerce and the influence of Internet marketing on this process. Conclusions. The result of the article is an assessment of the economic efficiency of Internet marketing at the current stage of the structural deformation of e-commerce in Ukraine. The increase in the volume and dynamics of electronic trade shows the importance of this type of activity for Ukrainian enterprises and strengthens the global economic ties between the enterprises of our country and the commercial enterprises of the leading countries of the world.

ТЕОРЕТИКО-МЕТОДОЛОГІЧНІ АСПЕКТИ ТАРГЕТОВАНОЇ РЕКЛАМИ ЯК ІНСТРУМЕНТУ КОМПЛЕКСНОГО ІНТЕРНЕТ-МАРКЕТИНГУ

The article investigates the theoretical and methodological aspects of targeted advertising as one of the tools of integrated Internet marketing, its organization and implementation in the marketing activities of the enterprise. Current trends in the development of Internet marketing and targeted advertising are identified. The advantage of online advertising over traditional communication channels is the easy impact on certain target audiences. Of particular interest from a practical point of view is the study of its tools. Features of targeted advertising are revealed. Targeted advertising provides an opportunity for Internet marketers to identify the nec-essary target audience and work with it. That is, the user segment is automatically combined on a certain basis, according to interests, as a result of which advertising is directed to people in this segment. Setting up targeted advertising on social networks allows professionals to use advertising campaigns to offer a particular product or service directly to stakeholders. Unlike traditional advertising, which requires a large budget, targeted adver-tising on Facebook and other social networks allows any authorized user to run advertising campaigns with a minimum budget. On the basis of previous researches the bases of formation of system of researched process are defined. Contemporary approaches to the organization and conduct of targeted advertising in enterprises are considered. Comparison of contextual and targeted advertising. Internet marketers have the opportunity to choose from different types of targeting, which allows you to select the target audience from the total number of recipients of advertising. The main difference between them is the principles of audience distribution, but they are complementary. The authors also identified a number of key concepts for targeted advertising and identified the main areas of implementation of the use of targeted advertising. The scientific process of targeting organi-zation consists of stages, each of which has important features that must be taken into account when setting up an advertising campaign to achieve its goal.

FACTORS OF DIGITALIZATION OF THE MARKETING ACTIVITY OF TOURIST ENTERPRISES OF UKRAINE IN THE CONDITIONS OF GLOBAL DIGITALIZATION

The main purpose of the article is to determine the main current trends and factors of digitalization of the tourism industry, which have a significant impact on the efficiency and increase the performance of economic entities in the tourism industry of Ukraine. The theoretical and methodological basis of the study consisted of the publications of the economists, who analyzed the problems of formation and prospects for the development of Internet marketing. A monographic method was used to cover the scientists’ views on the research issue. Correlation and regression methods of analysis were tested in determining the factors of digitization. The article systematizes the dynamics of the development of the tourism industry and indicators of the economic activity of tourist enterprises in the global and national context. It is determined that due to the intensification of crises and quarantine measures caused by the spread of СOVID-19, the number and expenditures of tourists on entertainment, the income of tourist enterprises, the number of people employed in the tourism industry have significantly decreased. At the same time, the process of digitalization of the studied industry has accelerated in terms of the growth of investments aimed at the development of marketing startups of a digitalization nature. The evolution of marketing approaches to the digitalization of tourism industry enterprises is theoretically comprehended. The main stages include traditional individual tour operators, e-business, e-commerce, smart tourism. It is concluded that domestic enterprises of the tourism industry lag significantly behind similar business entities in terms of the process of digitalization of economic processes and marketing mix. The factors of digitalization of the marketing activity of tourist enterprises are generalized. The results of factor analysis on the importance of using elements of digitalization in the marketing activities of tourism enterprises of Ukraine are analyzed and visualized. It is determined that the most significant influence on the effectiveness of marketing activities using elements of digitalization in the tourism industry of Ukraine is exerted by such factors as: chatbots based on artificial intelligence, voice search and voice control, virtual reality, augmented reality, internet of things, robots, contactless payments, cyber-security measures, recognition technology, large data sets, artificial intelligence.

Customer Views on Problems of Internet Shopping Using Mobile Devices: Results of Recent Survey

Recent developments of information technologies have supported fast development of Internet shopping worldwide and also using mobile devices. Internet shopping creates convenience for customers, bigger selection of goods and services from one side, but also creates several challenges for companies as well as some problems for companies and customers from the other side. Active research on different aspects is done by businesses, academic researchers alone and in co-operation of business and academic researchers. The aim of research is to find recent ideas of customers on Internet shops and problems raised in Internet shopping using mobile devices and to compare the results with other countries. The authors used the research methods such as: scientific publications’ studies, analysis of statistics on Internet shopping development, a survey realised in Latvia at the end of 2017 and the beginning of 2018 on Internet shopping in co-operation with the company iMarketing, University of Latvia, and Chamber of Trade and Commerce of Latvia. The main results and findings of the study, theoretical and practical implications are the following: the response rate of respondents was very high in comparison with other surveys, respondents have also expressed their suggestions and improvements for Internet shopping using mobile devices. The main conclusions of research: increase in Internet shopping in Latvia using mobile devices is not so fast as in other countries, mobile devices for shopping on the Internet are used not so often as in other countries; several local brands already having experience on Internet shopping encounter big challenges in development of Internet marketing; customers highly evaluate previous personal experience and good references of relatives and friends (word of mouth) in use of a respective brand for Internet shopping, but does not want to leave personal information (bank card information, personal code, etc.).

Оценка степени готовности предприятий торговли и сферы услуг к цифровой трансформации

Trade and service industry was one of the first areas to go online. As a result, digital transformation has always been important for this sphere. The research objective was to assess the readiness of trade enterprises and service sector for digital transformation in the Kemerovo region based on questionnaire method. The study featured network companies, small businesses, and individual entrepreneurs in the field of trade and services. The article covers several approaches to the definition of digital transformation and its key areas, i.e. customer-centered approach, partnership and collaboration, big data, innovations, digital value management, corporate and consumer digital culture, etc. Most enterprises saw digital transformation as a tool of efficiency improvement, not as a strategic activity. This was mostly typical of large network companies, with a few regional enterprises. Companies that deal with consumer goods showed the best results in digital transformation. The market of trade and services in has low data transparency. Most companies demonstrated a poor use of digital technology. On the other hand, consumers of trade and service industry showed a high degree readiness for digital transformations. Development of Internet marketing and digital technologies suggests that digital transformation is bound to become a tool of competitive growth.

The Advertising in Enterprises Marketing Communications Activity in the Internet

The communication activities of enterprises are becoming a priority direction in the marketing development in the context of Internet technologies implementation. The development, daily and comprehensive dissemination of Internet technologies make changes of technological and substantive nature in all enterprise management areas. Therefore, it is important to consider the impact of Internet technologies usage on advertising. Advertising products of enterprises on the Internet has features, which are the subject of deep and comprehensive researches by scientists and practitioners from Ukraine, Europe, Japan, and the USA. Summarizing, the study of domestic and foreign experiences is significant and relevant. Key words. Marketing communications, advertising, contextual advertising, Internet advertising, mobile device, Internet technologies. DOI: 10.15276/mdt.4.2.2020.7 Statista. Available at: https://www.statista.com/statistics/379046/worldwide-retail-e-commerce-sales (accessed 21 April 2020). Kotler F. (2018) Marketing 4.0. View traditional to digital. Kyiv: Vidavnitstvo Kraina mriy. Oklander, M.A., Oklander, T.O., & Yashkina, O.I. (2017). Tsyfrovyi marketynh – model marketynhu ХХІ storichchia [Digital Marketing – The Marketing Model of the 21st Century]. Oklander, M.A. (Ed.). Odesa. [in Ukrainian] 4. Oklander, Oklander T., Yashkina O., Pedko I., Chaikovska M. (2018) Analysis of technological innovations in digital marketing. Eastern-European Journal of Enterprise Technologies, no. 5/3 (95), pp. 80–91. Oklander, M.A., & Romanenko, O.O. (2015). Spetsyfichni vidminnosti tsyfrovoho marketynhu vid Internet-marketynhu. [Specific differences between digital marketing from Internet marketing]. Ekonomichnyi visnyk Natsionalnoho tekhnichnoho universytetu Ukrainy «Kyivskyi politekhnichnyi instytut» [Zbirnyk naukovykh prats - Economic Herald of the National Technical University of Ukraine "Kyiv Polytechnic Institute". Collection of scientific works], no. 12, pp. 362–371. (in Ukrainian) Shafaliuk, O.K. (2017). Metodolohichni problemy i mozhlyvosti rozvytku Internet-marketynhu [Methodological problems and possibilities of development of Internet marketing]. Marketynh i tsyfrovi tekhnolohii [Marketing and digital technology], no. 1, pp. 55-73. (in Ukrainian) 7. Natorina, A.O. (2019) Tranzytyvna biznes-model tsyfrovoho biznesu: sutnist ta mekhanizm rekonfihuruvannia [Transitive business model of digital business: the nature and mechanism of reconfiguration]. Visnyk ahrarnoi nauky Prychornomoria [Ukrainian Black Sea region agrarian science], vol. 3 (103), pp. 36– Available at: https://visnyk.mnau.edu.ua/statti/2019/n103/ n103v3r2019natorina.pdf (in Ukrainian) (accessed 10 May 2020). Pylypchuk V.P. (2018) Socialjni merezhi v procesi prosuvannja poslugh pidpryjemstva [Social networks in the process of promoting enterprise services]. Scientific Bulletin of Mukachevo State University, vol. 2, no. 10, pp. 60–65. 9. Vox recode: Available at: https://www.recode.net/2018/3/26/17163852/online-internet-advertisers-outspend-tv-ads-advertisers-social-video-mobile-40-billion-2018 (accessed 21 April 2020). Digital Marketing Trends in 2020. URL: https://www.business2community.com/ infographics/digital-marketing-trends-in-2020-infographic-02283628 (accessed 21 April 2020). Gartner Special Reports. URL: http://www.gartner.com/technology/research/digital-business/ (accessed 21 April 2020). The digital-report-2019. URL: https://wearesocial.com/global-digital-report-2019 (accessed 12 May 2020). Digital Marketing by the Numbers: Stats, Demographics & Fun Facts. URL: https://www.omnicoreagency.com/digital-marketing-statistics/ (accessed (25 April 2020). 14. Pometun, A.G. (2017). Marketing po lyubvi. 70 sposobov zapoluchit serdce klienta navsegda [Love marketing. 70 ways to get a customer's heart forever]. Moskow: Eksmo. (in Russian)

Theoretical approaches to the definition of Internet marketing: Ukrainian dimension

Despite the rapid growth rate, the scientific base and theoretical development of Internet marketing in Ukraine requires scientific justification and additional research. This paper highlights the problems associated with the unclear position among scientists and experts in defining the concept of “Internet marketing” because the concept is quite new and practically unexplored, consists of two words, each of which has its meaningful content.The paper aims, based on the analysis of conceptual theoretical approaches of scientists and marketers, to formulate the conceptual definition of “Internet marketing,” considering modern features of Internet marketing activity.The research considers the basic theoretical and practical definitions of “Internet marketing” in accordance with the conceptual and categorical approaches. According to the supporters of the descriptive approach, the definition of Internet marketing characterizes, as part of e-commerce, the set of Internet marketing tools, while ignoring the relationship with traditional marketing. Supporters of the conservative approach consider Internet marketing as an integral part of traditional marketing and do not pay due attention to the technical capabilities and limitations of the Internet.To form a comprehensive definition of Internet marketing, which would take into account all aspects of Internet marketing, this paper considers the Internet marketing features, according to the “6I” Internet marketing model of McDonald and Wilson, supplemented by characteristics of the modern conditions of the Ukrainian Internet market, like reactivity, dynamic pricing, innovation, complexity of implementation, and others.

Internet marketing organization with the use of intellegent and block chain technologies

The purpose of this work is to analyze methods, approaches, technologies, and means of Internet marketing (IM), using both known technologies and developing new ones: intellectual and blockchain. The objectives of the analysis are to identify trends in the development of Internet marketing in the digital economy with the use of intelligent and blockchain technologies, and to develop new structural solutions.The analysis of the use of intelligent technologies in marketing activities (MA) using cloud computing (CC) is carried out and its features are determined. Proposals have developed for improving Internet marketing in an integrated environment (traditional network and cloud one) using intelligent and blockchain technologies. It is proposed to develop IA on the basis of a family of intelligent agents for building intelligent marketing information systems (IMIS). The use of blockchain technology in IM for controlling resources and marketing operations is shown. A new concept for the development of IM and IIMS is presented, on the basis of which approaches to the organization of IMIS for communication between enterprises, research institutes and universities are developed. The structure of an intelligent portal based on multi-agent technology that unites developers and consumers of startups has been developed. Blockchain technology is used to control and guarantee the authorship of startups and signed contracts.As IM development trend, the development of models for joint activity of intelligent agents in the cloud environment to support decision-making using blockchain technology to legally secure the authorship of innovations is proposed. There are two areas of development of intelligent marketing systems: adaptation in digital markets and support for innovative activities with the consolidation of contracts based on blockchain technology.

FEATURES OF ONLINE MARKETING IN THE FIELD OF RETAIL

The article reviews the main directions of development of internet-marketing in sphere of retail trade; it is determined e-commerce tolls, which have a significant impact to the implementation of marketing functions. It detailed analysis the elements 4P marketing – mix for internet commerce.

Blockchain in the Tourism Industry—A Review of the Situation in Croatia and Macedonia

As one of the most interactive economic activities, tourism has improved significantly since the Internet allowed customers (travelers) to look for and create their trips without the need to go to a travel agency. Through the development of Internet marketing, tourists are able to receive information in real-time and view them on the screens of their devices (computers, laptops, mobile phones or tablets), and consequently they can create their own content and share it with others. Due to this development, we are witnessing a new phenomenon, so-called app capitalism, in which companies like Uber and Airbnb make money on services and goods they do not own and finding new business models in the tourism sector which enable customer-to-customer models. To be able to respond to these changes, the tourism industry needs to bring together knowledge, money, and technology for the purpose of creating new business models. The development of technology in all social spheres, including tourism, has provided a strong tool for consumers in terms of both acquiring and disclosing information to others. One of the rapidly growing technologies which is also one of the cutting-edge technologies entering tourism is blockchain. Blockchain technology captured worldwide attention in 2017 and its implementation has been revolutionizing various industries (e.g., retail, healthcare, tourism). The aim of this paper is to analyze the potential of the tourism industry in terms of blockchain implementation. Blockchain technology provides significant benefits to the tourism industry since its implementation can help increase competitive advantage, improve customer satisfaction and enhance performance. In this paper, the authors present the current situation in the Republic of Croatia and the Republic of Macedonia regarding the use of blockchain technology in the tourism industry. The main findings of this paper comprise the detection of key areas regarding why blockchain technology is not implemented in the tourist industry, and what processes should be handled. By presenting a case study of the implementation of blockchain technology in tourism, the authors analyze the potential of using blockchain technology in the tourism industry and discuss topics for further research.